Fast moving consumer good (FMCG) is the 4th largest sector in the Indian economy, personal care products industry accounts for almost 50 per cent. Today the Indian consumers are becoming more health conscious and have preference for safe, natural, organic and herbal products especially for personal care products and cosmetics. The year 2016 has been a distinct advantage for this industry. Its popularity and demand are increasing year by year. In personal care products segments herbal toothpaste is becoming more and more common. Shifting the preference to herbal toothpaste and growth for demand for herbal products began with introduction of Dant kanti by Patanjali in 2016. It had impact on sales of Colgate toothpaste. To retain its market share and leadership Colgate introduced the tooth paste with herbal content. Other companies and multinational companies too began with rolling out the herbal and natural products. The objective of research paper is to analyze and understand the business strategy of Colgate to beat competition of other brands of herbal tooth paste and consumers' response to it. Around one hundred people in Mumbai city were questioned on awareness and usage of herbal products, consumption and satisfaction of using Colgate herbal tooth paste.